http://www.masterpapers.com – Custom Term Paper and Dissertation Writing Service 1 Title Improving customer relations through relationship marketing – How can Greenheart Plants improve its relationships with customers to create a competitive advantage? 1.0 Points of Departure In this section I will present the reasons for choosing the topic. An introduction to the garden nursery industry and the case company, finally the research problem, purpose and its limitations, followed by an outline of the thesis. 1.1 Areas of Interest In deciding a topic for my dissertation an important factor was that I would enjoy the subject, and be interested in it. After enjoying the level two “Services Marketing” module, specifically the ‘Relationship Marketing’ topic, I thought it would be a challenging area of subject, one I could succeed in and enjoy enough to dedicate my time to. Horticulture and more specifically the garden centre/nursery has been of importance to me because I have worked part-time, for five years in such a nursery. The concept of relationship marketing is beginning to be major aspect of many businesses; however I had noted that it had not really been introduced into horticulture. This sparked an idea of combining those areas for my thesis. I talked to the owners of the nursery and found that they wanted to introduce a marketing scheme and afterwards agreed to give me all the information needed to assist me in the project, in return for deciding on a relationship marketing strategy that would be successful for the nursery.
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